With its 650-horsepower, twin-turbo V8 engine, the Urus is something that has never been seen before on a road, according to the firm’s design director, Mitja Borkert.

He said the SUV was inspired by two emblematic models from the past — the LM002 that was the company’s first foray into SUVs (it was dubbed the Lamborghini Truck), and the distinctively wedge-shaped Countach sportscar of the 1970s and 1980s.

The SUV “allows you to travel on any terrain: on road, off road, on ice but also on sand dunes,” said Lamborghini research and development director Maurizio Reggiani, suggesting it will be the fastest SUV on the market.

In the battle to capture the attention of wealthy drivers, the new entrant will be up against the likes of Bentley’s Bentayga, the Mercedes G-Class and footballers’ favourite, the Porsche Cayenne.

Aston Martin, Rolls Royce and Ferrari are all either in the process of or considering joining the high-rev party, despite the reservations of purist fans of those famous brands.

Sales of SUVs and CUVs (cross-over utility vehicles) have increased by 233 percent in the last 10 years, creating a market of 26,47 million units in 2016.